PPC Blog: PPC Management

Are You Inadvertently Sabotaging Your PPC Programs?

Of course, you want only the best for your PPC programs. After all, you put a lot of time, effort and thought into them, and you expect good results in return.

But sometimes, without being aware of it, we employ certain strategies and tactics—or don’t employ certain strategies and tactics—that doom our PPC programs to failure.

In the course of working with business owners and marketing teams across a wide variety of industries, I’ve identified four missteps that can seriously undermine PPC programs.

As a result of these missteps, PPC campaigns can fail spectacularly. Or, more likely, they’ll lurch, sputter and fade into oblivion. But all of them will leave your team wondering… “Where did we go wrong?”

In my latest Search Engine Land column, I identify four ways in which you can inadvertently set up your PPC program up for failure—and what you should do instead.

PPC programs

On the Fence About PPC Marketing? Here Are 5 Reasons to Jump Off

Ask some B2B businesses why they’re not running PPC marketing campaigns, and they’ll give you a whole list of reasons.

They’re not convinced it’s necessary. Or they worry about not getting a positive return. They claim that they can’t saddle their overworked marketing teams with another layer of responsibility. And they’ve heard horror stories about companies losing a bundle thanks to a single botched AdWords setting.

These B2B businesses are wise to proceed with caution. After all, when venturing into any new marketing channel, you need to do your due diligence.

But even with these reservations, the case for getting into PPC only grows stronger. And today, it’s a marketing channel that your B2B simply can no longer ignore.

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3 Embarrassing PPC Text Ad Mistakes—And How to Prevent Them

We’ve all been there. You’re doing some testing and you come across an error in your live PPC text ad. Maybe it has a typo. Maybe one of the ad extensions is out of date. Or maybe the extensions don’t fit with the headline and body.

Ugh!

Fortunately, you can take steps to minimize the chance of these embarrassing errors occurring. And thank goodness! Because few other aspects of your business are as visible to the world as text ads.

PPC text ad mistake

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Why You Should Use AdWords Labels in Your PPC Account

As a PPC agency, we’re accustomed to working with all kinds clients, from small family owned businesses to much, much larger international businesses. The biggest challenge for us, and for any PPC agency, is keeping on top of the very largest of these accounts. Some of them run hundreds of campaigns and, if you don’t know what you’re doing, these accounts can quickly get away from you.

In a recent blog post, I talked about some of the tools and strategies we use to manage these “monster” PPC accounts.

Only after that post went live did I realize I’d left out one of the most effective tools we use for keeping big accounts under control.

And that tool is AdWords labels.

AdWords labels

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How to Avoid an International PPC Incident

Nobody said that international diplomacy was easy. And that truth applies not only to politics but also international PPC.

Just when you’ve mastered the PPC campaigns of your U.S. headquartered client account, they give you authorization to implement campaigns for their international divisions.

Which is awesome! But also scary—especially if you haven’t crossed international PPC borders before.

In this post, I’ll give you four potential blunders to watch out for in international PPC—blunders that can unwittingly lead to an international PPC incident.

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How to Deal With an Unexpected “Gift” of PPC Responsibility

If you’ve ever exchanged gifts for Christmas, birthdays or any other special occasion, you’ll know the sinking feeling of receiving a present you’re not entirely sure you want.

Which is also how you might feel if PPC responsibility has been “gifted” to you in addition to your other marketing activities.

Even if you’ve been pestering your marketing manager for months to add pay-per-click advertising to your company’s marketing mix, having the responsibility land in your lap might not be quite what you had in mind.

Nevertheless, there’s no need to despair! Rather than thinking of ways to politely decline the gift (or, more likely, trying to re-gift it to a colleague), you’re better off doing what you can to get up to speed with PPC as quickly as possible.

To find out how, take a look at my column 3 Ways In-House Do-It-Yourselfers Can Prepare for PPC Management, as recently featured in Search Engine Land.

PPC responsibility

Your PPC Manager Resolution for 2017: Stay Organized!

Being a successful PPC manager takes a lot of skill and knowledge. Not only do you need to be well versed in marketing, you also have to be an expert in the finer details of search marketing, including the many complexities of AdWords.

But there’s another skill PPC managers must have that’s often under appreciated: organizational skills.

Because even if you’ve memorized an entire bookcase of marketing texts and can set up AdWords campaigns in your sleep, if you can’t back those up with excellent organization and planning, then implementing what you know is going to be a major challenge.

So as we dive into 2017, make your it New Year’s resolution to stay organized!

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End-of-Year PPC Surprises, Proposals and Omissions

Over all the years I’ve been running my PPC agency, I’ve noticed something about this time of year: weird things come up.

And by weird I mean (1) good/bad surprises, (2) indecent proposals and (3) blinding omissions.

How clients choose to deal with these surprises, proposals and omissions can have a huge influence over how they’ll finish the year, and how strongly they’ll start the next one.

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Three PPC Scare Tactics to Send You Running for the Hills

If you’re like most business owners or marketing managers, your email inbox is overflowing with unsolicited offers.

And among the deals on pseudo-designer handbags and long lost “relatives” wanting to will you their fortune (upon receipt of a small deposit), you may have also received unsolicited emails from PPC agencies.

While some of these emails may be professional and legitimate, others rely on fear-based tactics to win your business. And that’s not only problematic, it’s also unethical.

So what should you look for in these unsolicited emails (and occasional phone calls) to separate PPC scam artists from professionals you can trust?

In Pauline Jakober’s recent article in Search Engine Land, she details three tactics less-than-professional PPC agencies use to foster doubt and fear in unsuspecting business owners and marketing managers—tactics that should send you running for the hills.

PPC scare tactics

Our PPC Wish List for 2017

Last year, as 2015 drew to a close, we posted a wish list for Google. And this year, we’ve decided to continue the practice—not because we got everything we wished for, but because we’ve compiled a whole new list of wishes!

Before we start, let me state—for the record—that we know we have it pretty good with Google. We’re the first to say AdWords is a solid tool. And the good folks at Google are usually pretty responsive to our inquiries.

But at the same time, that doesn’t mean there isn’t room for improvement.

PPC wish list

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“Working with Group Twenty Seven has been tremendously valuable for our PPC goals. They are constantly bringing fresh ideas to the table and are focused on increasing our sales. The personal touch and flexibility they provide has made working with them not only a great experience, but also our ROI continues to grow. I have and will continue to refer the talented Group Twenty Seven!”

Matt Grimm, Ecommerce Director at Red Star Traders

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